A successful customer experience strategy should take into account several important factors, including, but not limited to:
Mission & vision
Include all departments, not just the people in the customer-facing roles. Consider the diverse input from people across the entire organization. Growth is a team sport that is not isolated to marketing and sales. The goal is to find new customers and each person plays a role in this effort.
Start by mapping out the current state of your buyers' journey and reflect on the utopian journey that you would like your buyers to have. In reality, you will end up in the middle. You can download a customer strategy matrix template from HubSpot here.